Sainsbury's second Jamie Oliver commercial breaks this Sunday, showing Jamie helping himself at the delicatessen counter. The Naked Chef is promoting the new Try Before You Buy' promotion. For the six weeks the ad is on air, customers can have a nibble from a deli counter while browsing. Sainsbury brand manager Lesley Chapman said: "This ad aims to encourage our customers to experiment, have fun and try out different taste experiences while shopping." A Sainsbury spokeswoman claimed that when Oliver's first ad was being broadcast, sales of ingredients featured in it rose by 900%. {{NEWS }}